Aussie mag picks AB to lead NZ invasion

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The star power of Beauden Barrett has moved niche Aussie magazine title Men’s Health to launch a dedicated New Zealand edition, featuring the first-five (or, in that strange sports lingo they use across the Ditch, ‘fly half’) on the cover.

It goes on sale from bookshops and all supermarkets today at $9.99 per issue, containing a seven-page BB feature shot in “the Auckland suburb of Grafton”.

“Beauden Barrett has the rugby world at his feet,” says ed Luke Benedictus. “He’s won almost everything the game has to offer and is only halfway through his career. He truly embodies the Men’s Health brand – and we’re delighted to deliver a unique, dedicated NZ issue for our readers.”

There’s no formal NZ ad campaign, but publisher Pacific Magazines says the issue will receive extensive promotion in Australia across its 1.4 million online and social media audience.

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